Exploring Business Strategies of H&M in the Global Market: A Study

This research project delves into the business strategies employed by Hennes & Mauritz (H&M) as a key player in the global market. The report begins with an introduction to globalization and its impact on the economic landscape, specifically within the retail industry. It then provides background information on H&M, a Swedish international clothing retailer, and outlines the research aim, objectives, and questions. Chapter 2 presents a literature review, examining the impact of H&M's 'fast fashion' model on its global business environment, the benefits derived from its globalized operations, and the influence of globalization on its growth and success. The research methodology, data analysis, and a reflection with recommendations for alternative research methodology are also presented. The project aims to analyze the strategies H&M utilizes to achieve a competitive edge and significant development within the global market. The report concludes with a reflection on the key findings and suggestions for further research.

Research Project

Table of Contents
TITLE .............................................................................................................................................1
Chapter 1: Introduction ...................................................................................................................1
Chapter 2: Literature Review ..........................................................................................................4
Chapter 3: Research Methodology ..............................................................................................8
Chapter 4: Data Analysis ..............................................................................................................11
Chapter 5: Reflection & Recommendation for Alternative Research Methodology.....................27
CONCLUSION ............................................................................................................................28
REFERENCES .............................................................................................................................29
APPENDIX ...................................................................................................................................31
Research Proposal Form...........................................................................................................31
Research Ethics approval form.................................................................................................36

TITLE
What are the business strategies which H & M can use as a key player in the global
market?"
Chapter 1: Introduction
Overview of the Research
Economic process is recognised as the existent procedure that results of human
excogitation and technological advancement or progress. It basically determined to the
enhancing combining of efficiency across the globe, mainly by the movement of products,
facilities and funds around the borderline of a specific region or country. In the economy of 21st
Century, globalisation has changed the system, social group, learning, and political point of view
in a deep and ineradicable way (Alejandra Gonzalez-Perez, 2013). Now a day the economic
system is combined of a trio of interactional forces which involves different economic process,
trade liberalization, and the data application and communications modification. Globalization has
dissolved international boundary line, independent commercialism has increased profitable
segregation, and the data or communications modification has created geographic and time in
dispute. Moreover, the advance economy is reinforced on a appreciation of creation or
innovation. So, the significant grade of the fresh global system is new ideas, new technologies,
and new initiatives. Globalisation is a important concept that performs tremendous duty in
maturation and occurrence of business organisations at global level. Hennes & Mauritz is the
selected business for this particular project. This is a Swedish international clothing
merchandising system. The possible aim of the business is to attain significant development and
competitive edge with the global operations of the firm. This report incorporates the examination
in regards to the effectiveness of globalisation or how it can drive business success.
Background of the Research
Economic process is a broad conception that can plays vast role in the growth and
occurrence of global enterprise operations, thus it is considered as a huge condition which is used
to describe all business operations, in general like governmental, private, investment, sales,
transport and logistics etc. that occurs among two or more regions, countries and nations beyond
their political boundaries (Alexander, 2013). Globalization is perceived as the key angle that
implies a wide region of market wherein little just as huge business associations are allowed to
1

assemble relations at wide scale, consequently this construct an incentive in making noteworthy
chances and progress inside the business focus. The associations that are dynamic in worldwide
market are known as transnational business. Transnational business is an endeavour or
corporation which owns significant origin and execute different organisational operations by a
network of subdivision stated in various state and each division form its enterprise plan of action,
that supported on the various industry aspects. Hennes & Mauritz is a multinational clothing
industry, which is famous for its accelerated fashion clothing for men, women, teenagers and
children. Hennes & Mauritz is basically deals in retail industry, The associated organisations of
Hennes & Mauritz operates in around 62 countries with over 4500 stores and the company has
employed around 132000 employees. It is the worlds second largest fashion clothing retail
company. As a large business organisation the significant motive of the firm is to expand its
business operations at global level in the manner of reaching at higher competitive edge, thus
globalised business operations helps an organisation in achieving significant range of
profitability and growth.
Rational of the Research
Investigation into actual action is depend on the effectualness of globalisation and its
impact on the success of business (Apăvăloaie, 2014). Globalisation is reasoned as a huge area of
examination that plays efficient part in processing the functions of an organisation at global
level. This consist to be a wide concept which provide an effective cognition base in footing of
globalisation and how it can drive business success. The researcher conduct the study for the
purpose of self interest, thus this specific region of knowledge assist people in developing their
skills and knowledge base that helps them in achieving maturation and occurrence in their
approaching aspect. In this modern and competitive organisational situation, the possible interest
of each size of enterprise concern is to spread out their organisational operations at
organisational basis in order to attaining potential success and competitive edge within the
commercial centre.
Research Aim
Research point is alludes as the most basic piece of request fill in as it perceived as a
general explanation in which research issue is referenced in clear or brief way (Appel, Franz and
Hassler, 2014). The potential aim of this unique Research is "To analyse the the business
2

strategies which H&M can use as a key player in the global market". A study on Hennes &
Mauritz.
Research Objectives
This section of the Research is an essential aspect that helps the researcher in carry out
the Research work in right direction. This part is interlinked with the research aim and
determine the variables in different statements. The significant objectives of this Research work
are described as under:
 To determine the benefits that are derived by Hennes & Mauritz through its globalised
operations.
 To identify the potential impact of globalisation on the growth and success of Hennes &
Mauritz.
 To ascertain the interrelationship among globalisation and business success of H&M. To Analyse different strategies that are employed by H&M as the key player for attaining
success within global market.
Research Questions
Research questions is likewise a significant part of Research that helps the researcher in
executing the piece of writing audit with the help of writers sentiment (Axelrod and VanDeveer,
2014). In this part the announcements are interlinked with the point and goals of the exploration.
The basic inquiries of this exploration are portrayed as under:
How H&M ‘ fast fashion ‘ model affected it’s global business environment?
Sub Questions
 What are the benefits derived by Hennes & Mauritz through its globalised operations?
 What is the potential impact of globalisation on the on the growth and success of Hennes
& Mauritz?
 What is the interrelationship among globalisation and business success of Hennes &
Mauritz?
 What strategies are employed by Hennes & Mauritz as the key player for attaining
success within global market?
3

Chapter 2: Literature Review
This piece of the Research plays compelling capacity in organization an inside and out
assessment on the examination issue. It is the second and centre zone of a Research work in
which information and data is being accumulated through auxiliary sources like books, diaries,
papers, magazines, online locales and so on. In this part past investigation work will take a
positive part in examining the real and dependable data to make proper hypothetical structure
with undeniable realities and figure (Bailey and et al., 2018). In this segment legitimate
assessment is given through examining the viewpoint of different writers and essayists who are
giving any kind of data in regards to the comparable territory of the examination.
H&M ‘ fast fashion ‘ model affected it’s global business environment.
According to the opinion of Victoria Eastman, 2015, The accelerated fashion occurrence
change the whole business scenario. It made frequent fashion the dominant retail model which
assure producers to large margin, but it also ensure about social costs. The thought of agitated
commodity quickly from the designer's area to the retail sales floor has impacted the whole
global retail business and pull in rivalry. H&M is recognised as the wider fashion retail in the
globe who is attaining around $21.73B sales in the year of 2015 which is a high growth rate. The
company run at world wide basis and significantly interest over gratifying the desires of
customers at market place through making unique offerings through making appropriate change
in the production as per the need and demand of customers. Fast fashion model has positive
impact over the global business environment of H&M, thus company has attain higher growth
and sustainability through satisfying the fast changing needs and wants of customers at global
level. High brand reputation is the major cause that attracts customers towards the firm or its
offered products and services. Fashion is an emotional commercial enterprise and aside from
H&M’s efficient supply chain, it relies heavily on both its image and brand equity. As such,
H&M is especially sensitive to negative Personal Relationship that are basically executed
through NGOs and regulators. H&M’s approach to date has been proactive and all-embracing,
rolling out multiple initiatives that have put sustainability in the forefront of their particular
buyers’ minds. In fact, H&M has applied its focus on sustainability as a market differentiator
from its peers such as Inditex. H&M Is the leader of fashion industry and has its high brand
reputation which creates value for the firm in increasing sales and revenue. The fast fashion
model helps the firm in analysing the changing needs and demands of customers within market
4

and produce goods and services as per the changing demand which assist the firm in capturing a
wide area of market in respect to attaining sustainability of profitability.
The benefits derived by H&M through its globalised operations.
As per the views expressed by Jan-Emile van Rossum, 2017, In the modern business
world, organisations of all sizes are executing business transaction in international class. This
sort of business expansion can provide respective benefits, involving huge opportunities for
market success and variegation. As a large Swedish multinational company Hennes & Mauritz,
is widely focused on rendering significant facilities to their prospective buyers in order to
sustaining them for regular and competitive operations within the commercial centre (Belás and
et. al., 2014). The company has its global business operations and derived various benefits
through expansion of business at international level. Some potential benefits of globalisation are
associated as below:
Competitive advantage: Small and large business organisations are also take global
enlargement to attain a agonistically over their contestant. For example, Hennes & Mauritz is
widely focusses on expanding their business within international markets in which their rivals do
not direct often have a very first-mover benefits and allows them to create high brand
regionalisation among buyers before their rivals. Now a day's the key consideration of each
business organisation is to providing high competition to their rivals in order to achieving
potential position in the commercial centre.
Access to talent: It is an another benefit and globalisation is opportunities in order to
access the new talent. Under this, global labour can provide the firms effective benefits in
context to enhanced productivity, diverse educational backgrounds, advanced language skills and
many others (Belás and et. al., 2015). As a large business concern Hennes & Mauritz is widely
focused on hiring fresh and new talent in respect to strengthen its workforce. Thus, this create
value in rendering good and effectual services to their customers at global level.
The potential impact of globalisation on the growth and success of Hennes & Mauritz.
According to the opinion of Alfredo Alvarez, 2018, Globalization can be determined as
the procedure in that every size of business concern are reflects to evolve their global influences
or start functioning in a scale that is global. Thus in this organisations are widely concern on
developing their business operations within and out side of the boundaries. further more this
create value in large customer reach of an organisation. Economic process has nowadays
5

become much famous and has brought huge influence in the global system or organisation. For
instance, globalization has also been recognised as the potential aspect that change the fashion
industry in one way or another for the purpose of generating more profitability and revenue.
Globalisation helps Hennes & Mauritz in increasingly integrating in the global market. Hennes &
Mauritz is the most popular and leading fashion retail company which is widely concerned on
increasing the performance of the firm through developing its offerings within the large scale
market (Beynon-Davies, 2013). Globalisation has a huge influence on the growth and success of
Hennes & Mauritz. Some potential impacts are associated as under:
High customers reach: In this recent organisational situation, the potential objectives of
every size of firm is to enhancing their market reach in order to achieving potential profitability
and occurrence in the competitive business place. Customers are the key element of the firm as
the primary concern of each business is to gratifying the preferences and requirements of an
individual within the commercial centre. Now a day customers are very much concern about the
quality of the product rather than the price thus As a large multinational fashion industry, Hennes
& Mauritz is focused on grabbing the attention of people towards its products and services with
the help of globalised business operations and providing highly qualitative products to their
users. Thus this create value in attaining higher growth and success.
Increasing brand awareness: The potential impact of globalisation is the increasing
brand awareness, however effective globalised business operations helps the firm in developing
its brand image within the market place (Brown and Lauder, 2012). This also create value in
providing high competition to their rivals within the commercial centre.
The interrelationship among globalisation and business success of H&M.
According to the views of Zaw Thihu Tun, 2018, In the year of 1947, Swedish
multinational retailer Hennes & Mauritz is considerably most recognisable brand of fashion. As
per the estimation H&M has around 4000 stores at global level and widely focused on make the
number of stores to 7000 to 8000 in the future. Globalization has performed a vast role in the
fashion industry; in fact, the continuous change in the fashion industry is arguably among the
most essential impact of globalization. As a significant outcome of economic process, the
fashion commercial enterprise has gaping up to a wide variety of new styles, power, and tools of
manufacturing. Consequently, fashion direction have become more readily reliable and
accessible to buyers all over the globe. Globalization has thus transformed the mode of fashion
6

trends are transmitted and the way the clothes are manufactured (Carneiro and Brenes, 2014).
However, the relationship between fashion and globalization is a convoluted and multi-
dimensional physical process that belongs of many parts, not all of which are positive.
Globalisation has positive interconnection with the growth and success of Hennes & Mauritz,
thus with the help of globalised business operations organisation is able to increase their
customers reach which create value in attainment of higher growth and profitability within the
commercial centre.
Different strategies that are employed by Hennes & Mauritz as the key player for attaining
success within global market.
Strategy is a pre-determined course of action made by managers to achieve organisational
objectives. It defines the mission,vision,objectives and goals of an organisation. A Strategy is all
about integration of organisational activities,utilization and allocation of scarce resource within
the business surroundings. It is regarded as a blue print of business which helps to bridge the gap
between “where we are today” and “where we want to reach in future”.
Strategies employed by h&m for attaining success in the global market
According to Zaw Thiha Tun, 2018, H&M adopted the 'Fast-fashion' model. The idea
behind this model was to transfer large lot of goods from the table of designer to the store or
outlet in shortest possible time. The brand kept a close check on the continuous changing fashion
environment in the global market and based on the latest fashion styles and trends,they use to
create new designs. Rather then producing more styles ,they focussed on producing different
styles. The secret behind success of H&M was largely driven by its ability to showcasing its
collection with a very little delay. They majorly focussed on providing stylish yet fast fashion
and are communicating their brand by using a magazine format of stylised imagery with mood-
setting text.
7

Chapter 3: Research Methodology
This considered as the key part of request fill in as it helps the Research in giving suitable
manner to execute the investigation exercises in right way. Research technique alludes as a
composed, abstractive assessment of the apparatuses that are utilized to a chose territory of work
(Cavusgil and Knight, 2015). It predominantly involves as an abstractive Research of the
structure of various strategies and standards which are related with a subdivision of cognizance
and information. This piece of the Research depends on various applications that are successful
in helping the general exercises efficient way.
Type of Research Research : A Research work is basically based on an issue and the
major duty of the researcher is to overcome with the research issue by collection of relevant and
reliable data and information. A research is based on two different types one is qualitative and
another one is quantitative research method. In the existing Research piece of work quantitative
Research tool has been used by the Research thus it is the best source for creating appropriate
results through conducting in-depth analysis on the research issue.
Research Approach: This is fundamentally connected component of Research technique,
consequently there are two kind of conceptualization that are rely upon the sort of Research like
as inductive and deductive Research approach. The deductive methodology depends on making
new or advance speculations that supports the theory and in inductive methodology information
has been collected by the execution of an efficacious estimation on accessible information with
certainties or assumes that are going with the hierarchical work. In this current Research work,
inductive research approach has been connected by the Research in this manner the Research is
rely upon the quantitative perspectives (Coe and Lee, 2013). This methodology helps in making
solid and precise data for do Research tasks in proper way, likewise this is the most reasonable
device for execution of quantitative data.
Research Philosophy: This is recognised as the important aspect of Research report,
which assist the Research in execute the work in right direction. Research philosophy is
categorized among two section which are interpretivism and positivism. In the present
exploration work, researcher centred on applying positivism research philosophy as it aid in
rendering quantitative analysis by which the researcher is able to examine the data at different
horizon. This aspect is effective in rendering positive knowledge which is significantly based on
8

natural phenomenon and its proprieties or relations. This philosophy is effective in analysing
quantitative data and drawn accurate outcome.
Data Collection Tools: It is the key part of Research venture as the general Research
tasks depend on information and data that are gathered by the Research . For complete a
Research work, two essential kind of information gathering tools like primary and secondary
source of information collection are there. In the current Research report, both primary and
secondary tools are utilized in the report to supporting the issue with appropriate information and
data. Along these lines primary tool is powerful in leading an overview with the assistance of
survey. Anyway survey is viewed as the most suitable tool of essential information accumulation
with established facts and figures (Cohen and Kietzmann, 2014). Then again, secondary sources
like books, diaries, paper, past research venture, articles and so on are successful in execution of
literature review through the proper help of writers perspective. Appropriate usage of these two
instruments are successful for making legitimate or solid result for the examination. primary
information is the real thought of a specialist, accordingly in this survey is being readied and
filled by the chose respondents who are having at risk data with respect to the comparative
region of study. Questionnaire is the key tool of the information.
Data Sampling: This can be evaluated as the method of sampling that based on select the
illustration that reduplicate through the actual aggregation of people. It is supported on
researcher to either select probabilistic or non-probabilistic sampling tools. In the existing
exploration work, Research is going to choose purposive sampling technique so it is necessary
for them to choice befitting sample of population. In this researcher select the sample of 40
respondents. In this organisational employees are the respondents who are having significant
knowledge and idea about the operations of the firm.
Ethical Consideration: Conflicts can arises in any situation, for administration of any
work conflicts and issues faced by the Research and for this it is essential for an Research to
build some resolution plans in respect to overcome with them (Colen, Maertens and Swinnen,
2012). The researcher performs most essential function in each Research work by accumulation
of reliable and proper data and information with the help of different origins or aspects. The
potential obligation of the researcher is to support the private data confidential. build an
Research framework in which all activities can be executed in appropriate way. During the
survey will also ensure their respondents about not asking any kind of personal information that
9

hurts their emotion of sentiments. It is also needed for the Research to see time and cost as their
central aspects because these are also needs to be managed in order to windup of the research
operations in suitable way.
Time Scale:
10

11

Chapter 4: Data Analysis
This mention as an important prospect of investigation work, thus in this data and
information has to be analysed for the intention of achieving at the momentous results or
conclusion. In this piece of writing data has been analysed by thematic evaluation as in this
assorted themes have been prepare that signifies the potential objectives of an investigation in
appropriate way (Crane and Matten, 2016). This part of the investigation is considered to be the
most essential aspect of the investigation that signifies the outcome and results of the project in
proper way.
Questionnaire
Q1) Are you aware about the concept of Global business market? Frequency
Aware 36
Not Aware 4
Q2) Does the appropriate use of business strategy is beneficial for fashion industry
to grow within global market?
Frequency
Yes 35
No 5
Q3) What benefits are derived by H&M through effective use of suitable business
strategy in its operations?
Frequency
Competitive advantage 16
Global Discoverability 12
Access to new market 12
Q4) What are the business strategies that H&M can use for achieving sustainability
at global level?
Frequency
Multi-domestic Strategy 5
Global Strategy 7
Transnational Strategy 20
12

Multinational corporation 8
Q5) What is the major significance of suitable business strategy on the growth and
success of H&M?
Frequency
Easy Operations 12
Effective customer Services 10
Economies of scale 8
Increased Competition 10
Q6) What are the major need of using suitable business strategy for conducting
global business operations for H&M?
Frequency
Improving business Practices 13
Increase in market base 15
Minimising the risk factor 12
Q7) What are the potential impact of marketing strategy on the growth
opportunities of H&M?
Frequency
Growth Surge 12
Increase in Sales & Revenue 8
Soaring Customer Base 13
Efficient Business Promotion 7
Q8) Does the business expansion at global market is beneficial for the overall
development of H&M?
Frequency
Agree 30
Disagree 5
Neutral 5
Q9) What financial challenges are faced by H&M in implementation of global
business strategy?
Frequency
Lack of resources 10
13

Ineffective training 10
Tax codes and compliance issues 10
Language and cultural barriers 10
Q10) What aspects pushes H&M to implement suitable business strategy? Frequency
Technology 10
High Revenue 10
Finance 8
Competitor efficiency 12
Q11) Suggest some ways through which H&M can attain higher competitive edge
within the commercial centre.
Theme 1: People are aware about the concept of Global business market.
Q1) Are you aware about the concept of Global business market? Frequency
Aware 36
Not Aware 4
14

Interpretation:
From the portrayal of the above given task it must be broke down that 36 out of 40
individuals are mindful about the investigation of worldwide market and according to their
conclusion it is a colossal zone that gives a wide system to a business to accomplish higher
development and accomplishment inside the business showcase. Remaining 4 individuals don't
know with respect to the comparable territory of concentrate because of the reason of not having
potential information concerning the comparative region of study.
15
Aware Not Aware
0
5
10
15
20
25
30
35
40 36
4
Frequency

Theme 2: The appropriate use of business strategy is beneficial for fashion industry to grow
within global market.
Q2) Does the appropriate use of business strategy is beneficial for fashion industry
to grow within global market?
Frequency
Yes 35
No 5
Interpretation:
By considering the above mentioned diagram it can be described that 35 out of 40
responsive are in favour with this argument that the appropriate use of business strategy is
beneficial for fashion industry to grow within global market. Now a day's there is huge change
arises in the market trend and customers choice that has huge influence over the development of
fashion industry, thus the major interest area of every concern is to spread out their enterprise at
international level in order to achieving significant maturation and improvement within global
market. 5 respondents are not in favour with the same as per their views globalised business
operations are not advantageous for the progression of fashion industry.
16
Yes No
0
5
10
15
20
25
30
35
35
5
Frequency

Theme 3: Different benefits are derived by H&M through effective use of suitable business
strategy in its operations.
Q3) What benefits are derived by H&M through effective use of suitable business
strategy in its operations?
Frequency
Competitive advantage 16
Global Discoverability 12
Access to new market 12
Interpretation:
As per the evaluation of the Research body it has been evaluated that 16 out of 40
responsive argued that different benefits are derived by H&M through through effective use of
suitable business strategy in its operations. 16 out of 40 responsive said that competitive
advantage is the leading welfare that is attained by Hennes & Mauritz, through proper and
suitable use of strategy in its business operations. 12 people are in approval of global
discoverability and leftover people are in approval of access to new market.
17
Competitive advantage Global Discoverability Access to new market
0
2
4
6
8
10
12
14
16
16
12 12
Frequency

Theme 4: The business strategies that Hennes & Mauritz can use for achieving sustainability at
global level.
Q4) What are the business strategies that H&M can use for achieving sustainability
at global level?
Frequency
Multi-domestic Strategy 5
Global Strategy 7
Transnational Strategy 20
Multinational corporation 8
Interpretation:
As per the detailed evaluation of the chart it has been understood that There are multiple
strategy that can opt by an organisation to enhance its global presence and attaining higher
competitive edge. 5 out of 40 people said that multi-domestic is the most suitable strategy that
can help the firm in attaining higher growth, 7 individuals are in approval of global strategy, as
this is effectual for processing global existence of a business, 20 people said that transnational
strategy is the most applicable tool that opt by Hennes & Mauritz to enhance its competitive
18
Multi-domestic Strategy
Global Strategy
Transnational Strategy
Multinational corporation
0
2
4
6
8
10
12
14
16
18
20
5
7
20
8 Frequency

place in the market place and leftover individuals are in approval of multinational corporation as
per their views it is also a good strategy for a business.
19

Theme 5: There is huge significance of suitable business strategy on the growth and success of
H&M.
Q5) What is the major significance of using suitable business strategy on the
growth and success of H&M?
Frequency
Easy Operations 12
Effective customer Services 10
Economies of scale 8
Increased Competition 10
Interpretation:
According to the given discussion it has been founded that There is huge significance of
suitable business strategy on the growth and success of H&M. 12 out of 40 respondents said that
proper use of business strategy helps in enhancing the easy operations, 10 people go with
effective customer services, 8 people are in favour of economies of scale and 10 are said that
proper use of strategies are effective in increasing competition within global market.
20
Easy Operations
Effective customer Services
Economies of scale
Increased Competition
0
2
4
6
8
10
12
12
10
8
10
Frequency

Theme 6: There are different need of using suitable business strategy for conducting global
business operations for H&M.
Q6) What are the major need of using suitable business strategy for conducting
global business operations for H&M?
Frequency
Improving business Practices 13
Increase in market base 15
Minimising the risk factor 12
Interpretation:
According to the sort of the given digram it can be described that 13 out of 40 individuals
said that Improving commercial enterprise is the basic requirement for Hennes & Mauritz to use
suitable business strategy for conducting global business operations. and 15 people are go with
the option of increase in market base thus this is the another potential requirement which plays
vast role in execution of global operations and leftover 12 individual are in approval of
21
Improving business Practices
Increase in market base
Minimising the risk factor
0
2
4
6
8
10
12
14
16
13
15
12
Frequency

minimising the risk factor, thus suitable strategies are effectual in conducting enterprise
transaction in more easy way and also reduce the chance of conflict.
22

Theme 7: The potential impact of marketing strategy on the growth opportunities of H&M.
Q7) What are the potential impact of marketing strategy on the growth
opportunities of H&M?
Frequency
Growth Surge 12
Increase in Sales & Revenue 8
Soaring Customer Base 13
Efficient Business Promotion 7
Interpretation:
As indicated by the in detailed investigation of the examination it tends to be translated
that here are diverse potential effect of advertising procedure on the development chances of
Hennes and Mauritz. 12 out of 40 individuals are said that appropriate showcasing procedure is
viable in creating development of firm, 8 are go with the choice of Increase in deals and income,
13 individuals are supportive of Soaring client base and remaining are go with the choice of
successful business advancement.
23
Growth Surge
Increase in Sales & Revenue
Soaring Customer Base
Efficient Business Promotion
0
2
4
6
8
10
12
14
12
8
13
7
Frequency

Theme 8: The business expansion at global market is beneficial for the overall development of
H&M.
Q8) Does the business expansion at global market is beneficial for the overall
development of H&M ?
Frequency
Agree 30
Disagree 5
Neutral 5
Interpretation:
As indicated by the study think about it has been resolved that 30 out of 40 respondents
are in support with this contention that the business extension at worldwide market is useful for
the general improvement of Hennes and Mauritz, therefore according to their conclusion the
major centered territory of a business is to build modern work at inward level in regard to
building up their general execution inside the business focus. 5 individuals are not concur with
the equivalent as indicated by their supposition business extension isn't generally valuable for the
24
Agree Disagree Neutral
0
5
10
15
20
25
30
30
5 5
Frequency

general improvement of a Hennes and Mauritz and remaining people are impartial as they are not
giving any impression of the equivalent.
25

Theme 9: Different challenges are faced by H&M in implementation of global business strategy.
Q9) What challenges are faced by H&M in implementation of global business
strategy?
Frequency
Lack of resources 10
Ineffective training 10
Tax codes and compliance issues 10
Language and cultural barriers 10
Interpretation:
as per the description of the preceding mntioned graph it has been analysed that various
state of affairs are featured by H&M in implementation of global business strategy. 10 out of 40
respondents are said that Lack of resources is the major challenge as during expansion businesses
are majorly faces the issue of less resources. 10 are in favour of ineffective training, as it is also
required for the firm to provide proper training to their employees in respect to strengthen their
workforce, 10 go with taxes codes and compliances issue, however it is also a major error of
global business and remaining people are in favour of language and cultural barriers.
26
Lack of resources
Ineffective training
Tax codes and compliance issues
Language and cultural barriers
0
1
2
3
4
5
6
7
8
9
10
10 10 10 10
Frequency

Theme 10: Different aspects pushes H&M to implement suitable business strategy.
Q10) What aspects pushes H&M to implement suitable business strategy? Frequency
Technology 10
High Revenue 10
Finance 8
Competitor efficiency 12
Interpretation:
From the consideration of the above given graph it has been interpreted that there are
various aspects that pushes H&M to implement suitable business strategy in respect to smooth
functioning of business operations. 10 out of 40 respondents said that technology is the major
factor that creates pressure on business to implement suitable business strategy, 10 people are in
favour of high revenue, the craving of high revenue is recognised as the major reason that
company goes for executing effective business strategy, 8 respondents are in favour of finance
and 12 people are go with the option of competitors efficiency.
27
Technology High Revenue Finance Competitor efficiency
0
2
4
6
8
10
12
10 10
8
12
Frequency

Communication research findings to stakeholders
Stakeholders decides as the reflection of individuals who are has a place and having
potential thought regarding the business capacities. For pass on research results to the chose
individuals it is fundamental to understand the best way to run them. H&M offers astounding
design items for male and female in regard to building up the clients base inside the business
focus. As a huge style retail industry, buyers, government, administrators, venture network and
proprietor all are the principle partners of the association. Partners of research include those
people who get a few advantages structure fruition of Research work. Researcher and target
crowd are the significant partners of Research as they take in various possessions from the
discoveries of the venture.
28

Chapter 5: Reflection & Recommendation for Alternative Research
Methodology
An Research report is depend of the specified investigation content or the expected
concern on the Inquiry is to overcome with the research issue through collection of valid and
reliable data. The current exploration work is based on to analyze the effectiveness of Economic
process and its impact over business occurrence and growth of Hennes & Mauritz. Research
methodology is reasoned as the most necessary aspect of the research thus it plays vast part in
rendering a momentous way to investigator through the suitable choice of methodologies.
Investigation methodology has involve different tools that supports the Investigation in etter
manner. The existing investigation is depend on quantitative Investigation as in this content has
been collected on the behaf of actual facts and figures. quantitative Research is efficient
methods which emphasize objective standard and the statistical, mathematical, or numerical
analysis of data collected through polls, questionnaires, and surveys, or by manipulating pre-
existing statistical data using computational techniques.
In this descriptive investigation design has been used through the investigator because it
is almost appropriate methodology that applies for qualitative Research . Thus inductive research
approach is also being used by the investigator to giving proper assistance to qualitative
exploration by collection of actual or fact-full data. Interpretivisim philosophy has been used
through the Research to render momentous influence to literature with the opinion of assorted
authors or writers. Along with this primary and secondary origin are applied by the Research in
respect to accumulation of valid and dependable data. Secondary tools like books, journals,
newspapers, magazines, previous investigation project etc. are used for administration the area of
literature review in effective manner. furthermore primary tool is effectual for administration
survey in which questions are being asked through the questionnaire, thus this is the most
appropriate instrument for accumulation of actual data with the support of respondents.
Researcher is facing various kind of issues and conflicts while conducting a research
project, thus time and cost are the expected issue that are mainly faced by Research during the
implementation of research operations. Some actions are time or cost overwhelming in nature so
it is need for the investigator to design a time frame in respect to suitable implementation of
research activities. Data collection is also an another issue for the researcher thus they faces
29

difficulty in accumulation of information through the right source because number of articles are
available on internet so the right selection is required for researcher.
Alternative research methodology
There are various alternate applications of investigation methodology that also performs
effective role in accretion of data or information. The extant investigation project is supported on
the effectiveness of Globalisation and its influence on business success. This is a management
research that provides guidance to the learners to develop their ability and skills in the
management sphere of survey. This is a wide research and in this it is required for the researcher
to gathered large magnitude of information for overcoming the investigation issue. So in this,
questionnaire is applied by the researcher in the manner of collect sizeable range of information
within little time Spain. Interview is an effective alternate tool that is also used through the
Research for collecting primary data. Interview is also a binding instrument but it is a time
intense procedure and it is not much useful in accumulation of large amount of data. In this,
unselected questions are being asked through people about the chosen sphere of research. In
this, an single round is involved, that is very effective in accumulating information through
analysing the idea of people. Significantly, it aid to be reflect that the another method that I can
use with the end goal of exploration work is an Interview round among the selected respondents
that will sufficiently be productive to achieving the potential results.
CONCLUSION
From the description of the above given project it has been concluded that globalisation is
also known as international business, globalisation is the major consideration of each firm is to
expand their organisational functions at wide scale in order to achieving significant progression
and growth within the commercial centre. Globalised business operations are valuable for the
economic growth of a country. Globalisation has played vast role in keeping users and
organisations more closer to each other, therefore, the influence on global operations is wide and
extraordinary within the commercial centre. Globalisation and international business are very
interrelated to each other, thus globalisation creates internation business. Global business has
both taken reward of economic process and contributed to its growth. The knowledge behind
globalisation is creating every accessible at places hitherto reasoned hard for organisation, and
the usage of origin that are helpful, but are not proficiently available. Product and fashion
30

commercial enterprise have both outstanding benefited from international proceedings and even
small merchandising have been capable to attain huge welfare from it.
31

REFERENCES
Books and Journals
Alejandra Gonzalez-Perez, M., 2013. Corporate social responsibility and international business:
A conceptual overview. In International business, sustainability and corporate social
responsibility (pp. 1-35). Emerald Group Publishing Limited.
Alexander, N. , 2013. Retailing in international markets, 1900–2010: A response to Godley and
Hang's ‘Globalisation and the evolution of international retailing: A comment on
Alexander's “British overseas retailing, 1900–1960”’. Business History. 55(2). pp.302-
312.
Apăvăloaie, E. I., 2014. The impact of the internet on the business environment. Procedia
Economics and finance. 15. pp.951-958.
Appel, A., Franz, M. and Hassler, M., 2014. Intermediaries in agro-food networks in Turkey:
How middlemen respond to transforming food market structures. DIE ERDE–Journal
of the Geographical Society of Berlin. 145(3). pp.148-157.
Axelrod, R. S. and VanDeveer, S. D. eds., 2014. The global environment: institutions, law, and
policy. CQ Press.
Bailey, C. and et al., 2018. Strategic human resource management. Oxford University Press.
Baud, C. and Durand, C., 2012. Financialization, globalization and the making of profits by
leading retailers. Socio-Economic Review. 10(2). pp.241-266.
Belás, J. and et. al., 2014. Significant attributes of the business environment in small and
meduim-sized enterprises. Economics & Sociology. 7(3). p.22.
Belás, J. and et. al., 2015. The business environment of small and medium-sized enterprises in
selected regions of the Czech Republic and Slovakia. E+ M Ekonomie a Management.
(1). p.95.
Beynon-Davies, P., 2013. Business information systems. Macmillan International Higher
Education.
Brown, P. and Lauder, H., 2012. Globalization, knowledge, and the myth of the magnet
economy. In The Knowledge Economy and Lifelong Learning (pp. 117-146).
SensePublishers, Rotterdam.
Carneiro, J. and Brenes, E. R., 2014. Latin American firms competing in the global economy.
Journal of Business Research. 67(5). pp.831-836.
Cavusgil, S. T. and Knight, G., 2015. The born global firm: An entrepreneurial and capabilities
perspective on early and rapid internationalization. Journal of International Business
Studies. 46(1). pp.3-16.
Coe, N. M. and Lee, Y. S., 2013. ‘We’ve learnt how to be local’: the deepening territorial
embeddedness of Samsung–Tesco in South Korea. Journal of Economic Geography.
13(2). pp.327-356.
Cohen, B. and Kietzmann, J., 2014. Ride on! Mobility business models for the sharing economy.
Organization & Environment. 27(3). pp.279-296.
Colen, L., Maertens, M. and Swinnen, J., 2012. Globalization, private standards and poverty:
evidence from Senegal. Private Standards and Global Governance, Cheltenham:
Edward Elgar. pp.172-194.
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford University Press.
32

Doh, J., McGuire, S. and Ozaki, T., 2015. The Journal of World Business Special Issue: Global
governance and international nonmarket strategies: Introduction to the special issue.
Journal of World Business. 50(2). pp.256-261.
Epifanova, T. and et. al., 2015. Modernization of institutional environment of entrepreneurship
in Russia for development of innovation initiative in small business structures.
European Research Studies. 18(3). p.137.
Ferraro, G. P. and Briody, E. K., 2017. The cultural dimension of global business. Taylor &
Francis.
Huhtala, J. P. and et. al., 2014. Market orientation, innovation capability and business
performance: Insights from the global financial crisis. Baltic Journal of Management.
9(2). pp.134-152.
Kasemsap, K., 2015. The role of cloud computing adoption in global business. Delivery and
adoption of cloud computing services in contemporary organizations. pp.26-55.
Kolk, A., 2016. The social responsibility of international business: From ethics and the
environment to CSR and sustainable development. Journal of World Business. 51(1).
pp.23-34.
Peng, M. W., 2016. Global business. Cengage learning.
Savrul, M., Incekara, A. and Sener, S., 2014. The potential of e-commerce for SMEs in a
globalizing business environment. Procedia-Social and Behavioral Sciences. 150.
pp.35-45.
Wild, J. J., Wild, K. L. and Han, J. C., 2014. International business. Pearson Education Limited.
Online
Rossum, J., 2017. 5 benefits of international expansion. [Online]. Available through:
<https://www.bizjournals.com/bizjournals/how-to/growth-strategies/2017/12/5-benefits-
of-international-expansion.html>.
Alvarez, A., 2018. An Analysis of the Impact of Globalization in H&M, a Swedish Multinational
Clothing-Retail Company. [Online]. Available through: <https://www.kibin.com/essay-
examples/an-analysis-of-the-impact-of-globalization-in-hm-a-swedish-multinational-
clothing-retail-company-gBYGudVh>.
Tun, Z, T., 2018. H&M: The Secret to its Succes. [Online]. Available through:
<https://www.investopedia.com/articles/investing/041216/hm-secret-its-success.asp>.
33

APPENDIX
Research Proposal Form
Student Name: Student ID: Centre Name:
Tutor: ________________ Date: 06/03/2019
Unit: 11
Proposed Title: What are the business strategies which H&M can use as a key player in
the global market?"
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question, objective or hypothesis)
What are the business strategies which H&M can use as a key player in the global market?"
Research objectives (e.g what is the question you want to answer? What do you want to learn how to do? What do
you want to find out?):
The significant objectives of this research are associated as below:
 To understand the concept of globalisation.
 To determine the benefits that are derived by Hennes & Mauritz through its globalised
operations.
 To identify the potential impact of globalisation on the growth and success of Hennes &
Mauritz.
 To ascertain the interrelationship among globalisation and business success of H&M.
 To Analyse different strategies that are employed by H&M as the key player for attaining
success within global market.
Section Two: Reasons for choosing this research project
Reasons for choosing the project (e.g links to other subjects you are studying, personal interest, future plans,
knowledge/skills you want to improve, why the topic is important):
 The potential reason for conducting the research is to enlarge the knowledge base of learner in
34

the area of globalisation and its benefits for the growth and success of business.
 Another benefit is the researcher will get potential knowledge about the activity of research that
helps in accomplishing the aims and objectives of the study.
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective or hypothesis:
In the existing exploration work potential information that supports the arguments are accumulated
through secondary source that involves books, journals and online goals as it helps in giving true blue
information about the picked zone of study.
Rossum, J., 2017. 5 benefits of international expansion. [Online]. Available through:
<https://www.bizjournals.com/bizjournals/how-to/growth-strategies/2017/12/5-benefits-of-
international-expansion.html>.
Alvarez, A., 2018. An Analysis of the Impact of Globalization in H&M, a Swedish Multinational
Clothing-Retail Company. [Online]. Available through: <https://www.kibin.com/essay-
examples/an-analysis-of-the-impact-of-globalization-in-hm-a-swedish-multinational-clothing-
retail-company-gBYGudVh>.
Tun, Z, T., 2018. H&M: The Secret to its Succes. [Online]. Available through:
<https://www.investopedia.com/articles/investing/041216/hm-secret-its-success.asp>.
Section Four: Activities and timescales
Activities to be carried out during the research project (e.g research, development and analysis of
ideas, writing, data collection, numerical analysis, tutor meetings, production of final outcome,
evaluation, writing the report):
There are various activities are going to involve in this project which need to identify
appropriately so that better results lead to get drawn. Various activities which will going to
include for the project are:
 Introduction
 Aims and Objectives
 Literature review
 Research methodology
How long this
will take:
2 and half
Months
35

 Data Collection
 Data analysis
 Conclusion and recommendation
 Submission of the report
36

Milestone one: _________________
Target date (set by tutor): ____________________
Milestone two: _______________________
Target date (set by tutor): ______________________
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use and why?
The present Research work is based on globalisation in which theoretical frame work is created to
support the argument thus in this qualitative research has been used by the researcher. In this inductive
research approach been used for providing detailed analysis on qualitative report.
What your areas of research will cover:
The research will cover the impact of globalisation on the business activities of fashion industry.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted for another qualification and is
appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker(IV sampling)
Comments (Optional):
37

I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV) Date
38